Social Media Influencers Swaying Nearly 30% of Black Friday Shoppers

New research published today by the Competition and Consumer Protection Commission reveals that social media influencers are significantly impacting purchasing decisions during Black Friday sales, with younger shoppers particularly susceptible to online recommendations.

The study, conducted with Ipsos B&A, found that 28% of those planning Black Friday or Cyber Monday purchases said recommendations from social media influencers would likely influence their buying decisions. This figure rises sharply to 40% among 15 to 24-year-olds.

Almost one quarter (24%) of consumers surveyed admitted they have previously made a purchase in a sale after seeing a deal advertised by a social media influencer, highlighting the growing power of online personalities in driving consumer behaviour during major shopping events.

The research also revealed persistent mistrust in sale pricing, with nearly two in three (63%) consumers saying they do not trust that pre-sale prices or percentage discounts displayed during sales are accurate. However, trust levels are notably higher among younger shoppers, with more than half (52%) of 15 to 24-year-olds saying they trust the accuracy of displayed prices.

Of the 59% of respondents who said they were unlikely to make a purchase during the Black Friday or Cyber Monday sales, one in five (21%) cited mistrust in deals as their reason.

The survey showed that 70% of respondents are now aware that businesses must follow specific rules around sale pricing, up from 65% in 2024. These regulations, introduced in November 2022, require retailers to show discounts compared to the prior price, defined as the lowest price the product was on sale for in the previous 30 days.

The research also highlighted concerning patterns around unplanned purchases and buyer remorse. Almost three in four (72%) consumers surveyed made an unplanned purchase during a sale, with almost 60% of those regretting their decision afterwards.

While the price of an item (93%) and the discount applied (86%) were most likely to influence consumers' purchasing decisions, almost two thirds (64%) were influenced by the limited timeframe of the sale price, demonstrating how urgency drives impulsive buying behaviour.

Grainne Griffin, director of communications at the CCPC, said:

"We know that sales like Black Friday and Cyber Monday can put consumers under pressure to make fast purchasing decisions that they may not want to make. This can often lead to them spending more than they intended or buying something that they will later regret. That's why we strongly encourage consumers to stop and think before they rush into making a purchase. Make a list of what you need, create a budget and stick to it.

For consumers who see recommendations from social media influencers, we would advise looking for advertising labels and doing your own research before making a purchasing decision. Influencers must make it clear if their posts are commercial in nature must not mislead the consumer."

The research, based on a nationally representative sample of 1,034 consumers in Ireland aged 15 and above, was conducted between 1st and 14th October 2025. It showed that 39% of those surveyed expect to make a purchase in the upcoming Black Friday or Cyber Monday sales, up slightly from 36% in 2024.

However, anticipated spending has dropped significantly, with average expected spend down from €431 last year to €334 this year, returning to 2023 levels of €343.

The CCPC issued its first compliance notices against several prominent influencers in 2025 and continues to monitor the sector closely. In October 2023, the CCPC and the Advertising Standards Authority published guidance for Irish influencers on the clear labelling of advertisements on social media, developed following extensive research including eye-tracking technology and surveys of social media users.